AD TECH AND MARTECH

Integral Ad Science Enhances Context Control for Advertisers and Publishers Globally

Integral Ad Science | December 03, 2021

Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today announced the expansion of its Context Control solution for advertisers and publishers globally, giving customers more control over the context of digital ad placements.

We first launched Context Control to help our customers transform their targeting strategies, and it's already prepared them to successfully navigate a cookieless future. Advertisers need these critical tools to customize their campaigns, while publishers need to drive greater monetization. With strong response from both buyers and sellers, we've continued to build on the success of Context Control, delivering even more value and technology that helps solve for the future growth of contextual targeting."

Lisa Utzschneider, CEO, IAS.

Brand risk continues to be a global challenge, according to the latest IAS Media Quality Report, and more programmatic buyers are activating Context Control within top DSPs to navigate these issues. Advertisers can now leverage more than 300 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target towards content that is suitable for their campaigns. Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control, making these tools readily available for advertisers wherever they choose to buy. By activating Context Control, advertisers can see a significant decrease in block rate, a 36% decrease in cost per click, and a 19% decrease in cost per acquisition in a recent campaign.

Now available globally, IAS also offers Context Control Optimization for publishers. Working with IAS, publishers can now maximize their revenue potential by matching contextual settings with an advertiser's brand suitability needs. Publishers can now activate Context Control segments directly in their ad servers to avoid or target towards contextually relevant content. This builds on existing smart inventory classification and packaging capabilities available for publishers. With IAS's Context Control Optimization, publishers can generate a greater return on inventory, delivering a 20% lift in CPMs and a 120% lift in clickthrough rates in a recent activation.

"Context Control Optimization has proven to be an incredibly effective tool to classify our inventory and deliver better contextual targeting options for brands," said Leigh Horton, Head of Ad Operations at Insider. "Working with IAS, we now provide our advertisers with even greater control over content suitability across their campaigns so that we can deliver on their KPIs."

About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world's leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide.

Spotlight

According to a new report from Wordstream, “it’s the year of mobile payments, mobile recruiting, mobile advertising.” This week, MAW delved into what’s hot in mobile search advertising and shared an insightful new infographic with the marketing community. “In search, SERPs have been advancing efforts.


Other News
MOBILE ADVERTISING

Anzu partners with InMobi for programmatic brands advertising

Anzu | February 24, 2021

In-game advertising platform Anzu has partnered with InMobi for programmatic advertising. Through the partnership, InMobi's brand advertisers will have access to Anzu's mobile gaming inventory and will be able to buy in-game display and video ads programmatically. Furthermore, the ads specialist's inventory includes exclusive titles across a range of genres, including sport and action. "We are living in a mobile-first world, and media consumption in it continues to evolve rapidly," said InMobi GM of publisher platforms and exchange Kunal Nagpal. "In-game advertising is one of these new frontiers that allow advertisers to interact with their consumers in a highly intuitive way. "InMobi's technology and unmatched mobile in-app expertise along with Anzu's advanced in-game advertising platform will allow them to access the highly engaged and diverse mobile gaming audience in a medium that is becoming increasingly relevant." Better reach As part of the new partnership, brand advertisers will be able to reach a broad mobile games audience with specially targeted ads. Moreover, the ads are non-intrusive, meaning that the player experience will not be hindered. "The importance of mobile to the gaming industry cannot be overstated," said Anzu CEO and co-founder Itamar Benedy. "It is leading the way for industry growth, accounting for over 50% of the market, which is why it's an important part of Anzu's strategy. Anzu's partnership with InMobi will greatly enhance the value of in-game advertising inventory. "We are excited to provide InMobi's global brand advertisers with the opportunity to embrace the up-and-coming in-game advertising media channel to reach premium mobile gaming audiences across the world." InMobi has become the latest in a line of partnerships to be formed by Anzu. Earlier this year, the in-game ads specialist teamed up with addressable media firm aMVG. In 2020, the company partnered with various organisations, including Virtuverse, Veritas Entertainment and Axis Games.

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AD NETWORKS

Nextech Successfully Launches its Ad Network Featuring Augmented Reality Capabilities on its Virtual Events Properties

Business Wire | March 02, 2021

Nextech AR Solutions (“Nextech'' or the “Company”) (OTCQB: NEXCF) (NEO: NTAR.NE) (CSE: NTAR) (FSE: N29), a diversified leading provider of virtual and augmented reality (AR) experience technologies and services for eCommerce, education, advertising, conferences, and events, is pleased to announce the launch of its Ad Network. The Ad Network generated very positive results at recently held virtual and hybrid events for Repticon who puts on 100 events annually and the North Carolina Association of Zoning Officials (NCAZO) Annual Conference. The company is utilizing its owned and operated virtual event platforms audience which hosts thousands of specialized events allowing for targeted ads similar to Facebook; serving up high value ads based on people's interests, behaviors, location, and demographics. With the launch of the AR Ad Network, Nextech is now uniquely positioned as an end-to-end technology solutions provider for its enterprise customers who include: Amazon, Viacom, Johnson and Johnson, Bell Canada, UNESCO, Dell Technologies, Luxottica, Vulcan Inc, TEDx, Grundfos, and Arch Insurance and others. Nextech ads are built to be native, immersive, and engaging, appealing to both global brands and local businesses with maximum ROI from pre-event targeting, during event and post event. Conversion rates for augmented reality advertising has been reported as high as 25% which is 10X higher than a typical ad as it’s much more immersive than standard digital advertising, it's interactive and evokes emotion. The price for an AR ad varies depending on its quality, while a simple AR ad can cost around $5,000 to develop, a sophisticated AR campaign with eye-catching graphics could cost $100,000. Because the company will not only run the ads but also create the AR ad experience. The Ad Network creates a significant new engine of growth for Nextech AR. The Ad Network enhances Nextech’s analytics capabilities to gather big data of online and offline attendees behaviour. By serving up highly customized and relevant ads that are non-intrusive and feel organic to the virtual events, the company can easily track and measure purchase data, demonstrating the full impact of these advertising programs. The most valuable and highest-performing set of impressions can be found at virtual and hybrid events attended by individuals from targeted industry, trade, and business segments. Nextech has the ability to reach the right customers with the right ads, driving higher click-through and conversion rates. For instance, at a dental convention Colgate would have a captive audience or at a Repticon event a captive audience of reptile enthusiasts could be reached by Petco. Advertisers and event sponsors are highly interested and continue investing in Nextech’s platform because it provides a closed loop attribution and a clean line of sight into high purchasing power and decision-making individuals, making it easy to track higher ROI. Nextech’s private marketplace of targeted audiences in its virtual and hybrid experience platform are a unique attraction for marketers and advertisers who otherwise would find it difficult to reach these groups online and offline. To that end, Nextech is excited and ready to run thousands of hybrid, virtual and in-person events on its virtual and hybrid experience platform in 2021 and beyond. Many of which will utilize the Ad Network, creating an enormous opportunity to generate revenue for the Company’s customers, ecosystem, and the Company itself, driving shareholder value.

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DISPLAY ADVERTISING

New Report by Kinesso Helps Brands Navigate Digital Advertising Disruption

Kinesso | June 01, 2022

Kinesso, IPG’s connected intelligence company, today debuted proprietary research designed to help brands maintain their connections with people in a rapidly changing advertising ecosystem. The report, titled “A Connected Approach to the Disconnected Identity Ecosystem,” explores how marketers can respond to disruptions to digital advertising, including technology innovations, the deprecation of the third-party cookie, and evolving privacy regulations. The study explores the challenges marketers are facing, where they are in their journey to find solutions, and the five best investments they can make right now – including identity solutions – to ensure their marketing is both effective for the brand and responsible to people. Third-party cookies and identifiers have played a key role in most brands’ identity solutions, allowing them to reach audiences at scale and personalize communications across an increasingly complex ecosystem of publishers, content platforms, and different ways to buy ads. With the loss of these cookies and identifiers, advertisers expect diminished marketing effectiveness. According to the report’s findings: 75% agree it will make it harder to reach and scale audiences 71% agree measurement and attribution will suffer 66% agree Apple’s privacy-related changes will affect the profitability of direct response advertising. Brands must find alternatives that will allow them to continue to reach their audiences, use the best media for their objectives, measure effectiveness, and have the flexibility to adapt as new publishers and platforms emerge. “Brands must find a way to continue delivering meaningful, relevant marketing at a time when the advertising landscape is going through tremendous change,” said Arun Kumar, CEO, Kinesso and Global Chief Data and Marketing Technology Officer, IPG. “Brands must find a way to continue delivering meaningful, relevant marketing at a time when the advertising landscape is going through tremendous change,” said Arun Kumar, CEO, Kinesso and Global Chief Data and Marketing Technology Officer, IPG. “For marketers, the question becomes, what’s the best solution for my brand? However, this report highlights there is not a single solution, supporting our view that the right solution is a multi-layered approach. This research outlines the best bets – the investments marketers should be making now to ensure they achieve their business outcomes and continue to market responsibly.” This research identifies five options that could be considered effective responses to the loss of third-party cookies and other changes, and outlines the effectiveness, feasibility, challenges and key partners needed to deploy each. Solutions include first-party data, alternative identifiers and identity solutions, working with so-called ‘walled gardens,’ adopting cohort-based solutions, and contextual targeting. Most of the advertisers Kinesso spoke to – 85% of them – agree that the industry needs to do more than the bare minimum to embrace a privacy-first age, but 63% are still at an early stage in figuring out the right investments for their brand. The report highlights the fact that there is no one solution to rule them all and finds advertisers exploring multiple options – and working with more than one partner – to find the right solution for their business: 68% of advertisers agree that using one or more of the alternatives to third-party cookies will result in better digital advertising outcomes than at present. Less than 15% of advertisers are developing solutions by themselves, citing lack of knowledge, budget, and time as primary drivers for working with partners. Advertisers work with ~2 partners on average — and seek bespoke solutions. “With the death of the third-party cookie, it’s imperative that marketers innovate within the digital advertising space and prioritize a future that’s good for both marketers and individuals. Most brands are in the early stages of responding to these new challenges, and the strategies and projections that we’ve outlined in this report will be a catalyst for important planning discussions as marketers gear up to embrace our future,” said Tracy YoungLincoln, Chief Client Officer at Kinesso. Kinesso’s “A Connected Approach to the Disconnected Identity Ecosystem” report is part of a series on responsible marketing created in conjunction with its sister IPG companies, Acxiom and Matterkind. The research is based on consumer and business surveys in the U.S. and UK as well as interviews with industry experts. About Kinesso Kinesso is a connected intelligence company that builds applications and software solutions, working with agencies and partners to deliver consistent and relevant customer experiences for people across all channels. Kinesso’s technology solutions and services span audience, planning, and activation, delivering insights that drive growth for leading global brands. Kinesso is part of The Interpublic Group of Companies, Inc. (IPG). For more information, visit kinesso.com.

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ADVERTISER PLATFORMS

SeeHer Brings Together Marketing and Advertising Communities at Fourth Annual SeeHer SheFront

SeeHer, ANA | April 20, 2022

Today, SeeHer (SeeHer.com), the leading global movement to eliminate gender bias in advertising and media, brought together thousands of marketers and media entities for the fourth annual SeeHer SheFront. The virtual, worldwide event supported SeeHer’s efforts to increase the accurate portrayal of women and girls in advertising and entertainment and showcased how female representation has become a key strategic focus of media entities. The SheFront was part of the Association of National Advertisers (ANA) annual Global Day of Learning. Global media leader Oprah Winfrey, CEO, OWN: Oprah Winfrey Network, kicked off the program with a brief welcome on the power of storytelling, saying, “We believe all individuals should see themselves reflected in media and entertainment with a sense of authenticity, accuracy and integrity, and understand why the work SeeHer is doing is crucial.” Global media leader Oprah Winfrey, CEO, OWN: Oprah Winfrey Network, kicked off the program with a brief welcome on the power of storytelling, saying, “We believe all individuals should see themselves reflected in media and entertainment with a sense of authenticity, accuracy and integrity, and understand why the work SeeHer is doing is crucial.” The event was hosted by SeeHer President Jeannine Shao Collins, who noted in her opening remarks, “The SheFront is a time where we showcase the best of the best. Our esteemed media members… understand that gender equality is a force for growth and a force for good. And they are committed to the SeeHer movement.” SeeHer media members, including A&E Networks, AMC Networks, Disney, FOX, iHeartMedia, Meta, NBCUniversal, Paramount, and Warner Bros. Discovery, presented during the event, highlighting their efforts to increase female-led content and empower women in front of and behind the camera. The audience heard from industry executives during the inspiring presentations, as well as on-air talent, including Joanna Gaines, Co-Founder & Chief Creative Officer, Magnolia Networks, and Lisa Leslie, former WNBA superstar and current Co-Host, We Need to Talk on CBS Sports, who showcased how SeeHer members are committed to the organization’s mission. Gaines thanked SeeHer during Warner Bros. Discovery presentation, stating, “I just wanted to say thank you to SeeHer for this event and this opportunity. With this group of courageous and amazing women, I am incredibly hopeful of all that we can achieve together for the future of media.” Leslie noted, “We [at Paramount] are committed in 2022 and beyond to continually SeeHer both on screen and behind the scenes.” OWN: Oprah Winfrey Network was presented with the SeeHer Programming Award in honor of the drama series All Rise. The award recognizes a primetime program that pushes boundaries on changing stereotypes and recognizes the importance of women and girls in media. Tina Perry, OWN TV Network & OTT Streaming President, accepted the award. Past recipients include This Is Us and Madam Secretary. SeeHer Co-Chairs Fiona Carter, Chief Marketing Officer, Goldman Sachs, and Marc Pritchard, Chief Brand Officer, Procter & Gamble, also participated in the virtual event. Pritchard highlighted why the industry must continue to push for more accurate female representation, saying, “Despite our collective efforts, gender equality has taken a step back… [however] the advertising we create and the content we support has the power to be a force for growth which, in turn, is a force for good.” Carter led a discussion highlighting SeeHer’s Gender Equality Measure® (GEM®), which the organization developed in 2016 and is the first research methodology that quantifies gender bias in ads and programming. She said, “[Goldman Sachs] and the industry are making strides in gender representation, but there is always more work to be done.” Carter was joined by Lorenzo Larini, CEO, IPSOS North America, Shelley Zalis, CEO The Female Quotient, Co-Founder SeeHer and Latha Sarathy, Chief Research Officer, ANA, for the session. During the discussion, Larini said, “Diversity, equity and inclusion is a team sport… it is about what we can do as an overall industry. Real change happens when people decide to change their behaviors… [GEM®) is simply a great thing for your business.” To close out the event, Collins and Bob Liodice, CEO, ANA, announced two exciting new initiatives spearheaded by SeeHer. Later this year, the organization will be establishing the first-ever interdisciplinary academic curriculum that combines marketing and gender studies, called SeeHer in Education. Additionally, the organization will be developing an AAPI #WriteHerRight guide, which will be a resource for marketers and entertainment executives to encourage authentic portrayals of AAPI women and girls in the content they produce. SeeHer has previously developed a #WriteHerRight guide for Latina-focused storytelling in partnership with NBCUniversal and Telemundo, as well as a storytelling guide focused on Black female characters in partnership with OWN. The SeeHer SheFront was attended by marketing and advertising professionals from around the globe. For the first time in its four-year history, the event was open to the entire media ecosystem as part of the ANA’s Annual Global Day of Learning. About SeeHer SeeHer is the leading global movement of media, marketing and entertainment leaders committed to the accurate depiction of women and girls in advertising and media. Launched in 2016 by the Association of National Advertisers (ANA) in partnership with The Female Quotient (The FQ), SeeHer has expanded its verticals to include sports (SeeHer in Sports) and music (SeeHer Hear Her). To help marketers benchmark success, SeeHer spearheaded the development of the Gender Equality Measure® (GEM®), which shows that content accurately portraying females dramatically increases both purchase intent and brand reputation and has quickly become the industry standard. About The Association of National Advertisers (ANA) The mission of the Association of National Advertisers (ANA) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.

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Spotlight

According to a new report from Wordstream, “it’s the year of mobile payments, mobile recruiting, mobile advertising.” This week, MAW delved into what’s hot in mobile search advertising and shared an insightful new infographic with the marketing community. “In search, SERPs have been advancing efforts.

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